Penfolds focus the hype - at what price?
At the launch of Graham's Ne Oublie last week I was asked by a Portuguese television interviewer what I thought of the price. Most unfortunately she gave me the wrong price: 600 rather than 6,000 euros apiece, which, needless to say, I thought was relatively reasonable. I muttered darkly that I had encountered more ambitious pricing in my time and was, I must admit, thinking of Penfolds' ridiculous ampoule . The bean counters at Penfolds, by far the jewel in the somewhat tarnished crown that is Treasury Wine Estates , are clearly busy trying to work out how best to maximise the impact of their new releases. They have just...
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